International Marketing (14th edition), by Philip R. Cateora,Mary C. Gilly,and John I. Graham

Abstract

The trend toward internationalizing business curriculum at American colleges and universities should be incorporated as a strategy throughout the United States. The catalyst that has led most business schools to adopt a systematic acceptance of the internationalization of their curriculum was the American Assembly of Collegiate Schools of Business (AACSB) 1984-1985 Standards and Guidelines for business school accreditation. Most would agree that without AACSB mandates, the transition would be slower, but inevitable, due to the focus on worldwide business issues. The global economy is rapidly evolving and the needs for competencies in international business are becoming very important to the U.S. and its economic well-being. Because of this, industry is looking for a new kind of employee, the kind that understands both the importance of international business and how to operate within it successfully. The halls of academia must respond to this pressing need by going much further than providing a sporadic array of “elective” international topics. Their response has to be synergistic with university presidents, deans and faculties fully supportive of an organizational design change that promotes a new way of thinking. The new organization is one in which there must be an international focus throughout the business school. With that synergy in place, the process of internationalizing students, the university, curriculum and faculty can move forward.     

Culture and International Marketing: A Sub-Saharan African Context

ABSTRACT

The authors review and extend the culture literature in international marketing by discussing some of the cultural underpinnings pertaining to the sub-Saharan African context. With the use of inductive reasoning, the authors offer several key normative suggestions for international marketing practices. Marketers should focus not only on the end user but also on those who significantly influence the final decision. Sub-Saharan African culture is characterized by long, drawn-out negotiation processes and by contracts and overall sales targets that likely will be dissimilar to those from countries with a linear view of time. Age is relevant when selecting people for negotiation assignments and hiring sales and managerial staff. Because of the importance of “respect,” messages should focus on an individual's need for belongingness rather than on the individual striving for achievement. The authors advocate that advertising appeals should focus on the society and on the individual as a member of the society and not on individual self-enhancement. Context and nonverbal communications are important in personal selling. It is better to establish social trust first in negotiations, personal selling, and buyer–seller interaction.     

International Marketing Ethics: A Literature Review and Research Agenda

Globalization has changed the nature of business in the twenty-first century (Doh et al. in Bus Ethics Q 20(3):481–502, 2010). With the increased internationalization of multinational corporations, the need to address international marketing ethics arises (Carrigan et al. in Int Market Rev 22(5):481–493, 2005). Given the diversity of environments and cultures, ethical issues are numerous and complicated (Iyer in J Bus Ethics 31(1):3–24, 2001). The understanding of international marketing ethics is critical to academics as well as practitioners. This paper is a literature review (1960s through 2013) of the study of ethics in international marketing. In order to develop a comprehensive review of articles, we review topics such as ethical problems, moral philosophies, and culture and ethics. We also discuss the methodological procedures that are used in international marketing ethics. Researchers and practitioners alike can use this research on international marketing ethics to discuss the phenomena and subsequently lead to future work research.     

Norge electronics (Portugal), S.A

The case begins with the protagonist, João Silva, in Oslo for a meeting of personnel directors of the subsidiaries of a large Scandinavian multinational, Norge Electronics. Silva is the administrative director (Finance and Administration, HR, Legal) of the division's smallest subsidiary—Norge Electronics Portugal. Silva had been asked by the vice president of human resources to present to the personnel directors what has been achieved in Portugal. The evening before his presentation, Silva received a fax from a consultant he hired in Portugal with the preliminary results of a climate study. The consultant's report is not what Silva expected and, in fact, raises questions about the effectiveness of a series of change actions implemented over the past two years. The case describes in detail the actions taken by Silva to “professionalize” HR management in the Portuguese subsidiary. © 2007 Wiley Periodicals, Inc     

8th International Conference on Corpor@te and M@rketing Communications (CMC)

This article addresses self-gift giving both from a consumer perspective and from the point of view of brands' promotional messages. Self-gifts may be regarded as personal acquisitions which are distinguished from other purchases by a particular motivation and context – quite literally, gifts to oneself. Our knowledge of this phenomenon from the consumer side remains limited, despite evidence of its importance in understanding consumer decisions. Furthermore, there is no empirical research addressing the extent to which organisations make use of the concept of self-gifts in their marketing activities. This paper addresses these gaps using a two-stage methodology. First, it enhances the understanding of self-gift consumer behaviour (SGCB) by 14 in-depth interviews with consumers. Then, drawing on the self-gift themes which emerged from the interviews, it presents the results of a content analysis of marketing communications for two selected product categories. The combined methodology offers new and rich insights into the theoretical understanding of self-gift consumer behaviour and provides recommendations for practitioners differentiating their marketing communications.     

A Comparative Analysis of Curriculum in International Marketing and Business Between Peruvian and Guatemalan University Students

Business education is important for economic development. A skilled workforce allows for greater advancements in productivity, the creation of new business opportunities, increased employment, and enhances the quality of life of the citizenry. With the changing international business environment it is important for academics and practitioners alike to understand the methods, techniques, and activities being used to train future business leaders. This article investigates the context, content, and delivery of business education in Peru and Guatemala. It analyzes the business education structure and curriculum content of two universities that have successfully implemented comprehensive international business programs. Data for this article was collected in Peru and Guatemala and reflects the students' perspective on the international business curriculums of their respective programs of study.